© 2014

A Business History of the Swatch Group

The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry


Table of contents

  1. Front Matter
    Pages i-xiii
  2. Pierre-Yves Donzé
    Pages 1-9
  3. Pierre-Yves Donzé
    Pages 10-24
  4. Pierre-Yves Donzé
    Pages 63-71
  5. Pierre-Yves Donzé
    Pages 72-91
  6. Pierre-Yves Donzé
    Pages 92-101
  7. Pierre-Yves Donzé
    Pages 102-111
  8. Pierre-Yves Donzé
    Pages 112-129
  9. Pierre-Yves Donzé
    Pages 130-136
  10. Back Matter
    Pages 137-152

About this book


This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a new marketing strategy, characterized by the move towards luxury.


business China crisis globalization marketing strategy

Authors and affiliations

  1. 1.Graduate School of EconomicsKyoto UniversityJapan

About the authors

Pierre-Yves Donzé is Associate Professor and Hakubi scholar at Kyoto University, Japan. He earned his PhD from University of Neuchâtel, Switzerland, before embarking upon research projects in Japan and the United States. His research interests include the global luxury goods business and the history of technology transfer.

Bibliographic information